Adding customer value in service quality in automotive assemble company / Muslihah Mustafa Ferkeri

This research has been conducted for the purpose of "adding customer value in service quality in automotive assemble company". In this research, the main problem is that the company only receives a small increment in terms of profit every year even though they receive a lot of projects from their customers.

The main objective of this research was to determine the current level of customer value in HW Sinaran Engineering (Asia) Sdn. Bhd and to determine the relationship between service quality elements and customer value. Moreover this research is conducted to determine the strong and weak factors that influence the service quality most. For the purpose of the study, a descriptive research design has been adopted.
The 50 respondents of the study were HW Sinaran engineering customers in the Klang valley and Tanjung Malim area. The researcher has used simple random sampling as the sampling technique. In this study, descriptive statistics had been used to interpret the data such as reliability test, frequency analysis, cross-tabulation
analysis and descriptive analysis. 60 questionnaires were distributed and only 50 respondents gave feedbacks. From the findings, the respondents are satisfied with the current level of HW Sinaran engineering service quality. From this research also, the researcher found that the strong factors that influence the service quality is reliability and assurance. Furthermore, from the cross-tabulation analysis it shows which company and departments are satisfied with HW Sinaran engineering service quality in terms of providing customer value to them. Finally, this research also found which elements in service quality that influences customer value the most.